WHAT IS AUGMENTED REALITY?

Augmented Reality (AR) refers to the ability to integrate digital data and information with the physical environment. Well- known examples of AR include Snapchat lenses or the yellow “First Down” line visible to viewers during televised football games. In either case, images of real things are augmented with digital elements that aren’t part of the physical environment.  

WHY SHOULD MARKETERS CARE?

Creating outstanding, memorable customer experiences is a strategy that has proved most effective as a differentiator and builder of customer loyalty. AR presents brands with a powerful new means of delivering immersive customer experiences and content. An AR experience is highly innovative, and there is value in the awe that such an experience can create. Good AR experiences also produce better engagement that keeps consumers connected with brands and their content.

HOW CAN IT HELP YOUR BUSINESS?

AR can help brands bridge the gap that may exist between the online shopping experience and a high-touch in-store experience by extending elements of the in-store experience online. For businesses that require consumers to see a demonstration, test, tour, or otherwise experience products for themselves before purchase, AR can let customers experience a product or service in an ideal-use scenario.

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Marketing 2021: Trends and Predictions for the New Year

Now that 2020 has officially come to a close, marketers are hoping to move beyond the necessary survival mode tactics that challenged the world in the past year. Looking to the future is no easy task, however – despite the arrival of a new year, the lingering effects of 2020 will need to be taken into account as brands pivot to new strategies and tactics. Though planning for post-COVID-19 marketing has begun, the actual pandemic hasn’t ceased, and a continuing focus on digital will be necessary both now and later in the year. Likewise, the social justice and awareness initiatives that arose as direct responses to the unrest in 2020 must now become part and parcel of every successful marketer’s overall branding. The resources collected in this issue of Pulse share where marketers should focus their energies and advise how they can continue to adapt to the world’s present challenges.

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WHAT IS AUGMENTED REALITY?

Augmented Reality (AR) refers to the ability to integrate digital data and information with the physical environment. Well- known examples of AR include Snapchat lenses or the yellow “First Down” line visible to viewers during televised football games. In either case, images of real things are augmented with digital elements that aren’t part of the physical environment.  

WHY SHOULD MARKETERS CARE?

Creating outstanding, memorable customer experiences is a strategy that has proved most effective as a differentiator and builder of customer loyalty. AR presents brands with a powerful new means of delivering immersive customer experiences and content. An AR experience is highly innovative, and there is value in the awe that such an experience can create. Good AR experiences also produce better engagement that keeps consumers connected with brands and their content.

HOW CAN IT HELP YOUR BUSINESS?

AR can help brands bridge the gap that may exist between the online shopping experience and a high-touch in-store experience by extending elements of the in-store experience online. For businesses that require consumers to see a demonstration, test, tour, or otherwise experience products for themselves before purchase, AR can let customers experience a product or service in an ideal-use scenario.

“There’s already so much flashy stuff online that it’s very easy [for an AR activation] to become a gimmick that gets in the way – in order to get around that it either needs to be incredibly interesting or provide utility.”

Hannah Forbes

Strategy Director

Influence at R/GA

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into AR? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Nickelodeon: Screens Up

ANA. May 2019

Nickelodeon's app, Screens Up, allows fans to experience TV through eye-popping AR experiences that play concurrently with Nickelodeon linear programming. These AR moments appear to be in your physical space, breaking the fourth wall and spilling into your living room — a first in the U.S. market. The app serves as a robust experience for this enhanced programming, enabling viewers to play games, take polls, and literally affect what happens in the show they're watching.

Bacardi's Snapchat Music Video

ANA. December 2018

In 2017, Bacardi signed a partnership deal with electronic music trio Major Lazer. To announce this partnership to Bacardi’s music-loving millennial audience, the brand used Snapchat to create an interactive music video powered by AR. Consumers could record their experiences and submit them to the brand to become part of the official music video.

Living Wine Labels

ANA. May 2019

To connect with millennial shoppers, Treasury Wine Estates needed a way to share its brand stories at shelf. But with widespread clean-store policies, it couldn't rely on point-of-sale displays or traditional retail channels. The brand instead created Living Wine Labels, an augmented reality app that transformed its bottles into brand storytelling platforms. Appealing to the target audience's appetite for sharable experiences, Treasury Wine Estates released 52 unique AR experiences for over 45 SKUs across 10 brands (and in four languages), garnering three million downloads.

Download Now!

Augmented Reality (AR) refers to the ability to integrate digital data and content with the physical environment. Creating composite views that enhance reality have applications for both consumer marketers and business marketers.

 

ANA Marketing Futures spoke with marketers across the industry to get their perspective on AR’s value and viability as a marketing tool, and created a guide which gives brands a holistic view of AR, including the challenges and opportunities this technology presents.

Hannah Forbes

Strategy Director

Influence at R/GA

“There’s already so much flashy stuff online that it’s very easy [for an AR activation] to become a gimmick that gets in the way – in order to get around that it either needs to be incredibly interesting or provide utility.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into AR? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Nickelodeon: Screens Up

ANA. May 2019

Nickelodeon's app, Screens Up, allows fans to experience TV through eye-popping AR experiences that play concurrently with Nickelodeon linear programming. These AR moments appear to be in your physical space, breaking the fourth wall and spilling into your living room — a first in the U.S. market. The app serves as a robust experience for this enhanced programming, enabling viewers to play games, take polls, and literally affect what happens in the show they're watching.

Bacardi's Snapchat Music Video

ANA. December 2018

In 2017, Bacardi signed a partnership deal with electronic music trio Major Lazer. To announce this partnership to Bacardi’s music-loving millennial audience, the brand used Snapchat to create an interactive music video powered by AR. Consumers could record their experiences and submit them to the brand to become part of the official music video.

Living Wine Labels

ANA. May 2019

To connect with millennial shoppers, Treasury Wine Estates needed a way to share its brand stories at shelf. But with widespread clean-store policies, it couldn't rely on point-of-sale displays or traditional retail channels. The brand instead created Living Wine Labels, an augmented reality app that transformed its bottles into brand storytelling platforms. Appealing to the target audience's appetite for sharable experiences, Treasury Wine Estates released 52 unique AR experiences for over 45 SKUs across 10 brands (and in four languages), garnering three million downloads.

Download Now!

Augmented Reality (AR) refers to the ability to integrate digital data and content with the physical environment. Creating composite views that enhance reality have applications for both consumer marketers and business marketers.

 

ANA Marketing Futures spoke with marketers across the industry to get their perspective on AR’s value and viability as a marketing tool, and created a guide which gives brands a holistic view of AR, including the challenges and opportunities this technology presents.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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